[kn0where]

Count me as a single data point for the example of a teenager switching to paid Spotify as a college student (albeit discounted to half-price). When I graduate I'll probably keep paying, at the full $10/month. Apple Music is tempting for Siri integration, and Amazon and Google are certainly alternatives, but I'd rather stick with the cross-platform "underdog" that doesn't lock me into using iTunes.

Also, screw Apple Music and Tidal for "exclusives."

[earenndil]

Not disagreeing with your point, but just because spotify isn't tied to an already-huge company doesn't make them more of an underdog. They already have a much larger subsriber-base than all the other music services, and it's clear to me from seeing the way people act and their choices in what they do that, similar to netflix, it's bound to succeed despite all the armchair analysists pointing to graphs with lines pointing down.

Also, I'm curious, what issue do you take with exclusives? Do you also find fault in netflix, hulu, and amazon creating media and making it exclusive to their service?